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Single’s Daywas first promoted by Alibaba's shopping website on November 11, 2009. Ten years later, Taobao successfully developed this day into a global carnival shopping festival. This research focuses on undergraduate business school students through online questionnaires across the Taiwan Strait. This study is based on five impact factors, including impulse buying tendencies, herd behavior, website features, promotional techniques and impulse buying behavior. No evidence showed that gender, age and monthly disposable income affect students’ buying behavior. This study also found that herd behavior, website features and promotional techniques are moderator effects between impulse buying tendency and impulse buying behavior. We also proved that website design and the opinions of their peers affect consumers' decision aking. According to the analysis, in the current online shopping environment, operators should pay more attention to herd behavior, website features and promotional techniques. This study suggests that the industry should provide sufficient information to reduce emotional conflict, and use these important factors to attract consumers' future purchases.

Partial Least Squares Structural Equation Modeling in Online Shopping: the Moderator Effect Between Impulsive Buying Tendency and Behavior